Superdry's Integrated Digital Marketing Campaign: A Case Study
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Camera / Video Systems
Applicable Industries
- Consumer Goods
- Retail
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Retail Store Automation
About The Customer
Superdry is a contemporary brand that focuses on high-quality products that fuse vintage Americana and Japanese-inspired graphics with a British style. They are characterized by quality fabrics, authentic vintage washes, unique detailing, world-leading hand-drawn graphics, and tailored fits with diverse styling. The brand targets a wide range of consumers with their extensive product offerings and has a significant presence in the global fashion industry. Superdry products are sold in more than 100 countries worldwide, both from their own branded stores and from other retail outlets.
The Challenge
Superdry, a renowned clothing brand, was faced with the challenge of staying relevant and easily accessible during the crucial retail trading times of Black Friday, Cyber Monday, and Christmas. The brand was not just looking to enhance its brand appraisal but also to drive purchases. The main question was how to create a campaign that would resonate with consumers and encourage them to buy Superdry products. The brand wanted to leverage a key consumer insight that in winter, a jacket becomes a part of a person's identity due to its constant use. Superdry also wanted to understand the full impact of online video advertising on both online and in-store sales.
The Solution
Superdry came up with a multi-channel campaign titled 'This is the jacket'. The campaign was built around a long-form film showcasing the brand's range of jackets, with a voiceover by Grime artist Paigey Cakey providing the commentary. The campaign was primarily hosted on YouTube, a platform that could reach the desired audience cost-effectively. Superdry also integrated Google's store visit conversion measurement with location data to assess the impact of the video activity on footfall and sales. The campaign also included partnerships across lifestyle, sport, music, and fashion content creators, as well as a series of videos and partnerships with key media. This ensured that the campaign resonated across all routes to market and could be used effectively by franchise partners.
Operational Impact
Quantitative Benefit
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